Essentials magazine is currently the only South African women’s consumer title to be showcasing real women on its cover. This ground-breaking decision has provided the ideal platform to promote its Inspiring Women campaign, sponsored by Dove.
“The September issue is Essentials’ third special issue championing real women, only this time we collaborated with Dove to make it even more amazing. Because both brands are aligned with celebrating real women, this was a perfect synergy,” says editor, Darren-Jay Hart.
When Dove launched the campaign featuring real women a few years ago, it brought the much loved beauty brand to life – a breakthrough in the cosmetics and beauty industry.In line with this strategy, the Essentials September gatefold cover will showcase readers of all shapes, sizes, ages and backgrounds, while more readers are featured inside the magazine, modelling the fashion and beauty trends, sharing their stories, recipes, homes and tips.
After launching a nationwide search to find South Africa’s most inspiring women, Hart along with key Dove brand managers, selected eight women with inspiring life lessons to share. ‘Some of the winners’ stories are empowering but we also chose women with simple stories as we wanted to prove that, whether you’re running your own business, climbing mountains or being a committed and caring mom, anyone can be an inspiration. We wanted compelling but sincere stories and we felt that eight women were deserving of the accolade,’ says Hart.
The eight inspiring woman were chosen from Cape Town, Durban and Johannesburg.
They are (from L-R on the cover): Candy Hooke, 33; Lisa Ruscoe, 34; Kate Moodley, 35; Leanne Smit, 26; Nomsy Mahlati, 33; Gina Fidalgo, 47; Nikki Jochelson, 41; Liza Rabbolini, 34.